How a series of experimental plays against domestic violence started a nationwide change

If you've been following my work (which I certainly hope so), you know that I've had my fair share of soul-searching in a very intense quest for finding purpose. Through a long and hard labor of creation, writing emerged as my life mission. Whether fiction (my first manuscript is almost finished, stay tuned), essays, inspirational/how-to articles, or even poems. Although I still work full-time in the exciting world of advertising, my goal is to become a full-fledged creator by this time next year.

However, I have to give credit where credit is due. This spring I was fortunate enough to be part of a ground-breaking campaign for one of Romania's leading NGOs, the ANAIS Association against domestic abuse. All thanks to my job at Cheil Centrade, a front-runner ad agency in Europe. This project will stay with me forever, as one of the most meaningful things I've ever done in my life, its impact so all-encompassing it's hard to define. So buckle up and grab some tissues, for good measure. You're good to go? Let's get on then.

Here's a day (give or take) in the life of an advertising professional who managed to leave their mark on the world.

The issue

One year into the spread of the Covid-19 virus, in a pandemic-ravaged world, we were witnessing an alarming increase in domestic violence, with aggravating consequences for the safety, and often, the lives of women and children. The isolation, limited contact with family and friends, working from home with the kids around due to schools being closed, had "imprisoned" women together with their attackers.

Breaking away from such toxic relationships was even more difficult for the victims because abusers were often people they trusted and with whom they had formed a long-term relationship. People who took advantage and manipulated them using gifts to make false promises of a better life. And so, keeping them locked in a vicious loop where they fail to report the aggression, which in turn allowed abusers to continue their harmful rampage.

This bleak outlook was spread high and wide, but in Romania, my home country, things were exceedingly bad. How so? Statistics showed that every 30 seconds a woman fell prey to physical abuse, and 3 out of 10 Romanian women declared that they were verbally, psychologically, or physically assaulted from the age of 15. Despite organizations like ANAIS who were actively fighting against this cancer, we still occupied a shameful first place among the EU when it came to the justification of rape or seeing physical "corrections" as part of everyday life.

The project

Cheil Centrade and ANAIS were long-time partners in creating awareness campaigns meant to educate the Romanian public, so we were not strangers to the cause. Given the quickly escalating situation, we decided to take a new stand and create a series of experimental plays against domestic violence.

This is how the Guilt Gifts Puppetry (Teatrul Cadourilor Dăruite din Vină in Romanian) came to be - a project where art became an instrument in recognizing aggression. Using toys belonging to real victims helped by the association, we created an experimental puppet theatre in the form of eight short plays depicting true cases of women affected by domestic violence. Brought to life by master puppeteers and illustrated through shadow dancing and video projections. Not to mention, voiced by some of Romania's most famous actors, who increased the emotional impact ten-fold.

An important aspect that brought a new layer of emotion is that all plays are narrated by the toys used as guilt gifts. Typically inanimate witnesses, who break the silence and reveal the damaging ramifications of “guilt gifting” and how through it, aggressors manage to deepen the victims’ traumatic experience. The juxtaposition between a normally innocent, safe, cute, and cuddly gift and its perversion to a powerless witness is harrowing.

The Teddy Bear - Episode 1, voiced by Romania's legendary actor Victor Rebengiuc, shows the nightmare in which Maria lives, along with her daughter Lia. The toy bears testimony to the horrors they're both subjected to by the one who should have been their number 1 protector, Liviu. Husband, father, abuser.

"Forgive me...

"That's how it started. With a guilt gift. I was just a stuffed toy Liviu used to convince Maria to stay."

Hit the play button below and discover its story. Don't worry, the violence depicted is never graphic but suggested thorough artistic tricks, special effects, and sobering music.

Intense, right? Sadly, that's a piece of reality, even though the names are different.

The remaining episodes were centered around various types of violence, narrated by a giraffe, an elephant, a cat, a zebra, an octopus, a bee, and a monkey.

The entire campaign was developed and carried out pro-bono, through the efforts of more than 40 wonderful people and professionals who resonated with our cause. Who invested their time, expertise, and a bit of their heart to bring Guilt Gifts Puppetry to life.

Social impact and results

The Teddy Bear was launched on International Women's Day, to further the point of guilt gifting in a time notorious for such practices. Romanians were encouraged to view the shows on a popular streaming platform, in exchange for a symbolic ticket. But also on a dedicated website and on Social Media. All funds were redirected to ANAIS, to fuel their fight against domestic abuse.

The response was overwhelming and immediate.

Prompting a leading mainstream TV channel to cover each of the eight episodes on prime-time news, but also to create a month-long media campaign to support the victims and educate the Romanian public.

This then led to Artmark, our most important auction house, to help us auction the toys and raise further funding.

But the most important part was the conversation it started nationwide. More than 2 million views of the shows, 9 million media impressions, thousands of comments on Social Media, and hundreds of organic articles, both domestically and abroad. As for funds, ANAIS received an increase of 790% in donations, which helped them continue their support of thousands of at-risk women and children.

On a personal level

This was by far the most meaningful, high-stakes project I ever worked on in my professional career. As the coordinator and project manager responsible for shaping the crazy, beautiful idea our creatives came up with and finding the right partners to bring it to life, I was involved from day 1. Front and center; blood, sweat, and quite a few tears.

Guilt Gifts Puppetry made me love my job because it was the crowning achievement that entwined a never-before-seen creative and artistic endeavor with a vital cause - the fight against domestic violence. It's very important to feel that what you do truly matters, that you're helping create something bigger than yourself.

Advertising is often seen as shallow, superficial, guilty of perpetuating a nauseating consumerism, always slave to the almighty dollar. But every so often, there comes a moment such as this one, where its best and brightest come together to create a slice of history untouched by greed. It makes one wonder what would it be like for 1 out of 5 campaigns to be CSR/cause marketing/fundraising, and not brand-centric.

Conclusion

Guilt Gifts Puppetry was a campaign for the ages, that started some much-needed change in Romania. Beyond figures and statistics, its true impact is hard to assess or project. But there's no doubt that it forced people to acknowledge an uncomfortable, ugly truth about our society. One too long overlooked.

For me personally, it soothed my soul and lifted my spirit. There is no greater joy than to help someone in need. We're not meant to live divided but as one people under the sun. Our nationality? Human beings.

Never forget that :)

By Ana Maria Radulescu

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For more information on Guilt Gifts Puppetry, check out the video case study below, and visit the dedicated website to watch all eight episodes. Maybe the chilling testimonies will inspire you to make your own contribution.

Disclaimer: All rights for the campaign belong to Cheil Centrade and ANAIS Association.

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Thanks so much for reading. You can find more slices of life on my profile. Last but not least, be sure to hit the Subscribe button at the top of this piece for continued inspiration. Blessings to you!